SUBSKRYB: Vehicle Ownership Reshaped for the Future
Kendell Johnson, CEO & Co-Founder, SUBSKRYB

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9 Min Read

SUBSKRYB: Vehicle Ownership Reshaped for the Future

The automotive industry is currently going through a paradigm shift. As advancing technological innovations and digitization continue to emerge, the customer experience is being elevated. In a world where more people are choosing superior experiences over the obligations of vehicle ownership, a progressive change led by digital intervention is the need of the hour. To this end, the Vehicle-as-a-subscription model (or VaaS) addresses this need by allowing customers to use vehicles on a subscription basis or as short or long-term rentals. Naturally the subscription model has become the face of the car rental industry in recent times but not without major gaps; specifically, cross-branding high-end manufacture supply, user enablement and advanced technology integration. Enter Subskryb, a vehicle share technology that reshapes automobile ownership with a subscription-based approach that leverages existing assets while providing leads to similar products on the market. According to CEO and Co-founder Kendell Johnson, Subskryb is, “the Google for Vehicle-as-a-Service. We facilitate asset-sharing and user enablement for everyone including “Subskrybers”, vehicle investors, vehicle clubs and manufacturers”.

Along with Johnson, partners Giovanni Smith and Preston Martelly founded Subskryb in response to the gaps that exist in the car rental and car sharing industry. For instance, many customers have become weary of the high cost, long-term commitments and maintenance of vehicle ownership. They want the flexibility to change a vehicle when their life situation changes; and to keep up with the technology that new vehicles offer. Operating on an advanced VaaS model with secure management systems, Subskryb provides high quality vehicles combined with flexible rental options and a first-class user experience for both owners and renters.

As Johnson points out, “our subscription-based model uniquely positions us to establish long-lasting relationships making it mutually beneficial and more rewarding for everyone in the long run”. With extensive experience in revenue-generating portfolios in the VaaS and SaaS sectors, Johnson has been named “One of the Best” on multiple car-share platforms. When discussing the formula behind his consistent track record, he credits delivering an exceptional product and prioritizing the customer experience as his primary motive. Johnson sees the emergence of Subskryb as the perfect coming together of these principles – to develop a subscription vehicle-share and rental alternative that provides a member in need of a vehicle with a superior customer experience.  Being an enthusiast, entrepreneur and car collector is one thing; but with investments and board seats along with important partnerships in software, car share and travel businesses, Johnson is a true evangelist in the space. Through Subskryb, he is keen on helping owners put their idle vehicles to better use through their share and earn program, as well as providing the largest car sharing marketplace so renters can secure the perfect car for all their mobility needs.

In addressing the scope of Subskryb’s unique model, Johnson points out examples of current “Subskrybers”; he states, “We have one vehicle investor who loves working with Subskryb because as a busy executive, he can just invest in the cars where he lives and reaps the rewards. The only reason he can do that is because Subskryb takes care of the entire process. He is now able to supplement a great part of his income but not his time”. Speaking on the experience as a vehicle renter, Johnson continues, “One Subskryber is a crypto investor who loves the unique selection of cars, flexible payments and the fact that we deliver cars directly to his home. His favorite feature however, is the consistent first-class customer experience to which he has grown accustomed”.

Johnson goes on to state that Subskryb’s “Quote-to-cash” subscription social platform enables asset-sharing and user enablement for all users, including the supplier of assets and customers. Additionally, their vehicle commerce proprietary system with exceptional customer service sets them apart from the existing players in the market. He adds, “Our competitive edge includes a vast array of vehicle offerings, various supply sources, the distribution of vehicles through our hubs, vehicle maintenance systems, access to financial services, partners within the international travel business, easy access to automotive service partners, the use of telematics of data, and maverick technology”.

As for the future of Subskryb, Johnson is excited about the prospects. He explains, “One of the reasons so many investors are interested in Subskryb is because we’re on the verge of creating a stable platform that integrates well with future technology including Blockchain and the Metaverse. We really focus in on profile and customer management, and obtainment; and that allows us to not only take hold of the customer journey but to evolve our methods to continuously improve the relationship with our customers. And as we work with partners to introduce new services and new products we will already have a base that’s very receptive to what we introduce to them”.

Passionate and ‘real-world tested’ as he is, Johnson is also a veteran in the software subscription business having spent almost two decades with companies such as, Oracle Corporation, Pitney Bowes MapInfo, and a subscription management platform in Zuora where he was instrumental in transforming projects into major accounts. All of this while also being tasked with managing great sales teams throughout his career. With much of his career spent in technology, specifically software, while also supporting the automotive industry, Johnson constantly focuses on the people using the technology then adapts it to their future needs thereafter. This is a message Johnson carries in featured articles and events at which Subskryb participates, like The Collision Conference held in Toronto and Web Summit held in Lisbon, Portugal respectively for 2022. “Take care of all the people who make up the company. At the end, Johnson closes with, “Give back to the community that made the man standing in front of you. At Subskryb we give back one percent of our time, one percent of our use of technology, and one percent of our financial resources.”

  KEY HIGHLIGHTS                             BY KENDELL JOHNSON
               Ongoing concerns with the competition in today’s car-share market
Most participants are casual users with minimal experience with high expectations usually unmet
SUBSKRYB provides a platform not just an APP. It is a social platform that facilitates asset-sharing, user enablement for all users including the “Subskryb’rs” and vehicle investors/vehicle clubs and manufacturers
Problem scenarios are worsened because of lack of support from app providers
Revenue projections are hard to calculate by many in the industry because of the ‘revolving door’ of users because of the application limitations, underwhelming products and lack of managed expectations



Management: Kendell Johnson, CEO & Co-Founder

Founded Year: 2020

Headquarters: Toronto, Canada

Description: Subskryb is a web-based automobile subscription business that allows users to rent a range of vehicles for a single cost.

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